Course Details

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Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
7BA448STRATEGIC BRAND MANAGEMENT3+0+03512.09.2025

 
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program BUSINESS ADMINISTRATION
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course Understanding key definitions and principles of strategic brand management.
Identifying sources and outcomes of brand equity.
Applying marketing theory to real-life brand cases and decisions.
Analyzing brand strategies to develop actionable recommendations.
Course Content This course focuses on developing profitable brand strategies by creating, measuring, and managing brand equity. Students will engage with real-world examples, marketing campaigns, and case studies to enhance their practical understanding. The course covers brand equity in three key dimensions: building brand equity, assessing its value, and sustaining it over time. By applying marketing theories to brand development, students will gain the analytical and strategic skills necessary for effective brand management in competitive markets.
Course Methods and Techniques Initial Project Report Submission 20%
Group Presentation – Graded Individually 20%
Midterm Exam 30%
Final Project Submission 30%
Prerequisites and co-requisities None
Course Coordinator Associate Prof.Dr. FATMA SELEN MADENOĞLU
Name of Lecturers Personal OĞUZHAN HERDEM
Assistants Research Assist. ÖMER FARUK ÜNLÜSOY
Work Placement(s) No

Recommended or Required Reading
Resources -
Course Notes -

Course Category
Social Sciences %100
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı 2 % 30
Yarıl yılSonu Sınavı/Dönem Projesinin Başarı Notuna Katkısı 1 % 50
Ödev 2 % 20
Total
5
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Belirsiz 5 13 65
Yazılı Sınav 1 3 3
Grup Projesi 1 10 10
Sunum için Hazırlık 1 5 5
Sunum 1 1 1
Okuma 1 1 1
Rapor 1 15 15
Araştırma 1 5 5
Seminer 1 3 3
Yüz Yüze Ders 14 3 42
Total Work Load   Number of ECTS Credits 5 150

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explain the concepts of brand equity, brand performance, and strategic brand management.
2 Determine key drivers and outcomes of brand equity.
3 Evaluate how brands are extended over time and across markets.
4 Apply marketing theories in the analysis of brand performance.
5 Evaluate brand strategies and long-term brand value.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Brands and Brand Management
2 Customer-Based Brand Equity
3 Brand Positioning
4 Choosing Brand Elements to Build Brand Equity
5 Designing Marketing Programs to Build Brand Equity
6 Midterm exam
7 LFW
8 Integrating Marketing Communications to Build Brand Equity
9 Leveraging Secondary Brand Associations to Build Brand Equity
10 Developing a Brand Equity Measurement and Management System
11 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
12 Measuring Outcomes of Brand Equity: Capturing Market Performance
13 Designing and Implementing Branding Strategies Managing Brands over Time
14 Final Exam

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
All 4 4 2 1 2 3 3 3 3 4
C1 5 3 1 2 2 3 2 2 3
C2 4 3 2 2 2 3 2 2 3
C3 4 3 2 1 2 2 3 3 3 4
C4 4 4 2 1 2 3 3 3 2 3
C5 5 4 2 1 2 3 3 3 3 4

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant

  
  https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=79290&lang=en
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